本文選題：中小成本電影 + 口碑營銷��； 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：近些年,國產(chǎn)電影涌現(xiàn)出了一批中小成本電影,憑借優(yōu)秀的電影劇情和品質(zhì),獲得了觀眾的認(rèn)可和贊譽,良好的口碑效應(yīng)成就了一個又一個的票房奇跡�？诒畟鞑﹄娪捌狈亢碗娪暗纳鐣绊懏a(chǎn)生了關(guān)鍵性作用。借助口碑營銷,中小成本電影日漸崛起。電影營銷人員也在其中不斷創(chuàng)新口碑營銷手段。但是,作為電影產(chǎn)業(yè)長尾的中小成本電影,它們數(shù)量多,質(zhì)量也參差不齊,口碑營銷在這些中小成本電影中仍未有效運用。電影營銷人員對口碑營銷的重視程度不夠,同時缺乏有效的手段,導(dǎo)致中小成本電影口碑營銷在創(chuàng)意性、互動性和真實性等方面存在問題,從而陷入營銷困境。基于此,本文將采用調(diào)查研究法、案例分析法和文獻(xiàn)分析法,以中小成本電影為研究對象,結(jié)合口碑營銷相關(guān)理論,探索中小成本電影的口碑營銷,對國產(chǎn)中小成本電影的口碑營銷進(jìn)行了系統(tǒng)分析。首先是對中小成本電影獨有的特點和整體現(xiàn)狀分析,中小成本電影面臨著外部環(huán)境支持少,類型單一和制作粗糙等問題;然后基于國產(chǎn)中小成本電影的口碑營銷的現(xiàn)狀,從口碑營銷的實施者、渠道、傳播者、主要策略、口碑信息和口碑營銷效果這幾個方面剖析了目前中小成本電影的口碑現(xiàn)狀,得出中小成本電影口碑營銷中存在營銷不足、營銷過度、營銷定位缺失、互動手段缺乏、真實性不足的問題。對于中小成本電影面臨的發(fā)展困境和口碑營銷中的問題,結(jié)合到觀眾的電影信息搜尋和口碑傳播行為,提出中小成本電影口碑營銷的生成策略、傳播策略、跟蹤和維持策略。在生成策略中,要打造中小成本電影自身的故事力和特色為口碑營銷的起點,提供充分的電影信息作為傳播素材,抓住粉絲群體作為重點的口碑營銷傳播者;在傳播策略中:充分發(fā)揮意見領(lǐng)袖和首批觀眾的作用,關(guān)鍵平臺重點突破,打造真實可信的口碑信息,同時,通過策劃一些網(wǎng)絡(luò)事件,利用檔期、臺詞、演員及人物等設(shè)置網(wǎng)絡(luò)議題,盡可能將口碑引爆,同時基于觀眾需求實施獎勵,促進(jìn)口碑的持續(xù)傳播。在跟蹤和維持策略中:建立有效的口碑跟蹤和負(fù)面口碑預(yù)警機制應(yīng)急方案,合理有效地處理負(fù)面口碑,同時,注重口碑營銷的長遠(yuǎn)效應(yīng)。
[Abstract]:In recent years, a number of small and medium cost films have emerged in domestic films, with excellent film plot and quality, won the audience's recognition and praise, good word of mouth effect has achieved one after another box-office miracle. Word of mouth spread plays a key role in the film box office and the social impact of the film. With the help of word of mouth marketing, small and medium-cost films are on the rise. Movie marketers are also constantly innovating the marketing methods of word-of-mouth. However, as the long tail of the film industry, small and medium cost movies, they are many, the quality is not uniform, word-of-mouth marketing in these small and medium cost films have not been effectively used. Film marketers pay less attention to word-of-mouth marketing and lack effective means, which leads to the problems of originality, interactivity and authenticity in the small and medium cost film word-of-mouth marketing, which leads to the difficulty of marketing. Based on this, this paper will adopt investigation research method, case analysis method and literature analysis method, take the small and medium cost movie as the research object, combine the related theory of word of mouth marketing, explore the word of mouth marketing of the medium and small cost movie, This paper systematically analyzes the word-of-mouth marketing of domestic medium and small cost films. First of all, the unique characteristics and overall status of small and medium cost movies are analyzed. Small and medium cost movies are faced with the problems of little external environment support, single type and rough production, and then based on the status quo of word of mouth marketing of domestic medium and small cost movies, From the aspects of implementer, channel, communicator, main strategy, word-of-mouth information and the effect of word-of-mouth marketing, this paper analyzes the current situation of word-of-mouth in small and medium cost movies, and draws the conclusion that there is insufficient marketing in the marketing of medium and small cost movies. Excessive marketing, lack of marketing positioning, lack of interactive means, lack of authenticity. In view of the difficulties in the development of small and medium cost movies and the problems in word of mouth marketing, combined with the movie-information search and word-of-mouth communication behavior of the audience, this paper puts forward the generation strategy, communication strategy, tracking and maintenance strategy of the small and medium-sized cost film word-of-mouth marketing. In the generation strategy, we should create the story power and characteristics of the small and medium cost film itself as the starting point of word of mouth marketing, provide adequate film information as the dissemination material, and grasp the fan community as the focus of word of mouth marketing communicator; In the communication strategy: give full play to the role of opinion leaders and the first audience, the key platform key breakthrough, create a true and credible word of mouth information, at the same time, through planning some network events, the use of time, lines, Actors and characters set up online issues, as far as possible to detonate the word of mouth, while based on the needs of the audience to implement incentives to promote the continued spread of word of mouth. In the strategy of tracking and maintaining: establish effective emergency plan of word-of-mouth tracking and negative word-of-mouth warning mechanism, deal with the negative word-of-mouth reasonably and effectively, at the same time, pay attention to the long-term effect of word-of-mouth marketing.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J943

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